What Strategy Did Yamaha Incorporate To Revive The Stagnant Piano Industry?

In the mid-1980's, the rate of decline in the piano industry was around 10 percent on an annual basis.  The reasons were aimed to be aimed by Yamaha, who did a market research survey and found out that pianos in households were seldom used as the purpose for their purchase was no longer applicable.  Pertaining to this finding, Yamaha incorporated a strategy that used the idle pianos in these upscale households as a potential market opportunity.  It revolved around the idea of marketing an attachment that would convert the piano into an old-fashioned automatic player that would be capable to play a wide number of selections recorded on disks.  This was done by introducing Disklavier, an upright acoustic player piano model that records and plays back performances up to 90 minutes long.

In the past 15 years, Yamaha has introduced a variety of Disklavier pianos in terms of sizes and styles, a strategy that became a hit with the youth and contributed towards preserving and sustaining the Yamaha piano business.